Creative Product Strategy

Unlocking Inventory: The Amazon Seller Experience

The Amazon marketplace was bottlenecked. Millions of sellers were unable to reach full potential because organically-built tools created a fragmented experience. I built and led the team to execute a strategic overhaul of the entire seller ecosystem, engineering new experiences to broaden seller potential. This massive systemic intervention was executed through key deliveries:

• Streamlined global onboarding and inventory management processes to remove critical friction points for millions of sellers.
• Delivered Amazon's first seller Design System, unifying ≈1,000 engineers across ≈4,000 applications for structural continuity and faster shipping of solutions.
• Launched the First Third-Party App Store experience, simplifying complexity for non-technical sellers to easily integrate external automation tools.
• Overhauled the seller platform's navigation structure to increase the discoverability of key high-value services, directly accelerating seller performance and revenue potential.

The combined systemic work and creative strategy delivered undeniable, global results: seller efficiency rose significantly, boosting listing speed by 37% and reducing time to "first sale" by 43%. Core platform metrics saw success, including an 11% increase in customer satisfaction and a 6.7% lift in high-value click-through rates.

Ultimately, this work helped drive a $118% increase in Gross Merchandise Sales, growing Amazon's marketplace from $177B to $386B in just three years.

Digital Transformation: Shifting Culture & Revenue

Digital Transformation is not just about technology; it's a strategic political act. The challenge was moving a successful sales-led culture to embrace self-service revenue. My strategy centered on designing seamless, winning online experiences that immediately drove customer adoption.

This effort, which required aligning sales and demonstrating early wins, produced 80% YoY growth in digital sales and a 47% increase in self-service interactions. To boost adoption further, my team also delivered an updated navigation structure that significantly improved product discoverability, proving that strategic design can fundamentally shift a company's internal culture and unit economics.

eCommerce Transformation: The Solution Pivot

High-impact strategy isn't reserved for big tech. For Clarisonic, the challenge was transforming their online presence from a product showcase into a solution provider. I led a comprehensive eCommerce overhaul, re-engineering the funnel, navigation, and checkout to solve critical customer pain points.

This approach delivered a 58% lift in conversion and a 300% increase in targeted-item sales. The demonstrated brand value attracted acquisition, with L'Oréal acquiring the company shortly after our work.